Lecture 8 Flashcards
What is global integrated marketing communication?
The planning of a unified communication strategy using advertising, PR, personal selling, direct marketing, and sales promotion across markets.
What is advertising?
Any sponsored, paid message placed in mass media.
What is the purpose of global advertising?
To use similar appeals/messages across multiple countries for consistency and brand image.
What are major drivers of integrated communication?
Media fragmentation, audience fragmentation, global strategy, and internet growth.
What affects international communication methods?
Promotional objectives, culture, legal issues, literacy, economic development, media access, and competition.
What are the benefits of standardised communication?
Efficiency in costs, global brand image, and consistent execution (e.g. McDonald’s, Marlboro).
What are the disadvantages of standardisation?
Message may not be understood or effective due to cultural or contextual ‘noise’.
What are the benefits of adaptation in communication?
Respects culture, meets local regulations, is more effective in diverse markets.
What is online reputation management?
A proactive strategy of listening and responding to online feedback and criticism.
What does consumer engagement require?
Relevance, interaction, social sharing, and value-driven content.
What are international advertising appeals based on?
Functional/emotional needs, life cycle stages, cultural/economic/social factors.
What are common global advertising tools?
TV, radio, cinema, newspapers, magazines, outdoor ads.
What are common sales promotion tools?
Rebates, coupons, samples, discounts, contests.
What are PR tools?
Press releases, sponsorships, events, magazines, lobbying.
What is direct marketing?
Personalized communication through tools like direct mail, databases, telemarketing.
What are the benefits of direct marketing?
Cost-effective, measurable, builds customer databases, ideal for international expansion.
What is personal selling?
Direct interaction between a salesperson and potential customer to build relationships and sell products.
What are limitations of personal selling?
High cost, dependency on salespeople, sudden turnover risks.
What must international marketers consider when planning IMC?
Push/pull strategy, local media habits, budget, competition, company objectives.
